When a bestselling book about your profession is entitled “Toxic Sludge is Good for You!: Lies, Damn Lies, and The Public Relations Industry” it’s obvious that your business has a rather dodgy reputation.当一个畅销书约你的职业是题为“有毒污泥是好的，为您服务！ ：谎言，可恶的谎言，和公共关系行业”很明显，您的企业拥有，而不是dodgy声誉。

But most of the suspicion that’s directed at us concerns the way we shape the truth to serve our clients.但大多数的怀疑的是针对我们所关注的方式，我们形成的真相，以服务我们的客户。 Hey, that’s our job – we carefully construct alternate realities where our clients can rule uncontested, their strengths highlighted and any possible potential tiny little deficits carefully glossed over.嘿，这就是我们的工作-我们仔细兴建替代的现实情况下我们的客户可以无争议的议事规则，其优势突出和任何可能的潜在微小的赤字小心轻轻带过。

What’s not talked about as much are the real lies that PR agencies tell clients and/or prospects.有什么不谈论多是真正的谎言PR代理商告诉客户和/或前景。 Yes, doing any sort of business requires the spewing of some polite fallacies to lubricate the wheels of commerce.是的，做任何形式的业务需要喷涌的一些礼貌的歪理邪说，以润滑车轮。 But there are fabrications that are particular to the PR business.但也有认为是捏造的，尤其是公关业务。 You see them lurking, again and again, in the latest cut and paste press release announcing a new client win.你看到他们的隐患，一而再，再而，在最新的剪切和粘贴新闻稿，宣布新的客户双赢。 You read them on agency blogs.你读他们对机构的博客。 You hear about them from disillusioned clients.你听到他们从幻灭的客户。

And now here they are, neatly organized into a list that may pry open the PR version of Pandora’s Box.现在在这里他们，整齐地组织成为一个名单，可能撬打开公关版的潘多拉的盒子。 That would be rather apt since Pandora herself was gifted with the blessings of clever speech, crafty words, and a bit of a deceitful nature.这将是相当容易，因为潘朵拉自己是天才与祝福聪明的讲话，狡猾的话，有点骗人的性质。

1: “This is such a terrific product/service!” 1 ： “这是这样一个了不起的产品/服务” ！
Part of public relations is managing clients’ expectations.一部分公共关系是管理客户的期望。 Not all products and services are newsworthy; some will appeal only to a niche market.并非所有的产品和服务是新闻;有些人会提出上诉，只有一个利基市场。 Others are entering a market that’s already oversaturated.其他正在进入一个市场的已经oversaturated 。 But many agencies are scared of telling their clients the truth fearing they’ll lose the business.但许多机构都害怕告诉他们的顾客的真相，他们担心将失去的业务。 Instead of functioning as a strategic advisor, they act like an over-eager suitor on a first date.而不是运作作为一项战略顾问，他们的行为像一个过分急于求婚就第一次约会。 Has any PR person angling for your business ever told you your product/service just wasn’t all that exciting?有任何的公关人垂钓为您的企业以往任何时候都告诉你，您的产品/服务刚才是不是所有令人兴奋的呢？

2: “Your account is in the best possible hands…” 2 ： “您的帐户是在尽可能最好的手中… … ”
PR firms often bring their best, brightest and most articulate stars (the Biz Dev team) to the pitch and infer that this is the talent working on an account that bills 3-5K per month.公关公司往往把最好的，聪明的和最阐明星级（合作开发团队） ，以草地和推断，这是对人才工作的帐户条例草案3 - 5 K每月。 How many times have you heard that senior staff will be pitching the media on your behalf?您有多少次听到的高级职员将俯仰媒体代表你呢？ Meanwhile, back in the real world, a junior AE or AE with limited experience is handling your account and has no idea what she/he is doing or why.与此同时，回在现实世界中，初级爱或爱与经验有限，是处理您的帐户，并没有什么想法，她/他正在做或为什么。

3: “Our agency has deep experience in this space.” 三： “我们的机构有深厚的经验，在这个空间” 。
Never mind the fact that likely 90%+ of that collective experience no longer works at the agency, having long ago moved on to competing agencies or retired/passed away永远铭记的事实，可能90 ％ +集体的经验，不再工程，在机构，早已转移到竞争的机构或退休/逝世

4: “We did all that we could do.” 4 ： “我们做的一切我们可以做” 。
Hire the IBM of PR firms and, if they fail to get the product noticed, corporate PR can always bow out gracefully with a “Hey, it’s not my fault.聘请IBM的公关公司，如果他们未能获得该产品注意到，公司的PR可以随时退出优雅与“嘿，这不是我的错。 The agency didn’t do anything.该机构并没有做任何事情。 And they have such a great reputation—who could have known they’d screw this up?” The agency should have done something, but so should corporate PR.和他们有这么大的声誉-谁可以知道他们要螺杆跟进？ “该机构应该有做了一些事，但应公司的PR 。 When none of the PR players bothers to extend themselves a bit, it’s always the client who suffers.当没有公关球员困扰，以延长自己一点，它总是客户端谁受害。 It doesn’t even take two agencies to play pass-the-buck, often an agency will tell a client after the agreement is signed and months into the assignment that something can’t be done because it’s beyond their scope of work.它甚至不采取两个机构发挥传递-推卸责任，往往是一个机构，会告诉客户端后，签订协议和个月，转让，有些不能这样做，因为它的超出其工作范围。 For example, the agency won’t pitch speaking opportunities because it’s “beyond the scope of work.” Nonsense – getting media attention for a client through any possible, valuable venue is the job, period.举例来说，该机构将不足球场发言机会，因为它的“范围以外的工作” 。胡说八道-获得媒体的关注为客户透过任何可能的，宝贵的地点是就业，期。

5: “We know Web 2.0″ 五： “我们知道的Web 2.0 ”
More and more PR firms are offering clients help with podcasts, promoting and writing blogs and writing releases carefully optimized to ride high in search engine results.越来越多的公关公司提供客户的帮助与播客，促进和写作的博客和书面新闻稿仔细优化坐高在搜索引擎结果。 That’s great, assuming the agency has real expertise and isn’t just along for the ride on the Web 2.0 bandwagon.说的伟大，假设该机构的专业知识和真正的不只是一直为乘坐的Web 2.0潮流。 There are plenty of blogs that were guaranteed to “ramp up your SEO” languishing unread in the backwaters of the internet, and you can podcast until you’re blue in the face without seeing any improvement in your site’s page rank.有很多博客保证“匝道您的徐” languishing未在该backwaters的互联网，您可以播客，直到您蓝色，在面对没有看到任何改善，在您的网站的网页排名。 Run away fast from any agency that suggests that a widget can magically solve all of your PR problems.逃跑，快速从任何机构表明，小装置可以神奇地解决您所有的公关问题。

6: We have great relationships with (insert high profile reporters’ names here)” 6 ：我们有很大的关系（插入高调记者在这里的名字） “
I’m dumbfounded when prospects want me to drop names of reporters I know.我目瞪口呆的前景时，要我辍学的姓名记者，我知道。 Dropping the names of reporters at key media outlets such as The New York Times , MSNBC , BusinessWeek or Forbes , to cite just a few, really means nothing for the client.下降的姓名，记者在关键媒体如纽约时报 ， MSNBC的 ， 商业或福布斯 ，仅举数，真的没有任何意义，为客户端。 Reporters know a lot of PR people, and visa-versa. And whether a reporter likes a PR rep or not, they aren’t going to write a story that isn’t interesting to their readers. In any case, it’s far better to find the right reporters to tell an interesting story than to keep pitching a small group of elite reporters.记者知道了很多公关人，和签证，反之亦然。 以及是否有记者喜欢的公关代表或没有，他们不打算写一个故事，这是不感兴趣的读者。在任何情况下，它的远更好地找到正确的告诉记者一个有趣的故事比继续投球的一小群精英记者。

7: “We have affiliate offices all over the world.” 7 ： “我们有办事处，分公司遍布世界各地” 。
Not a lie, exactly, (assuming they aren’t counting their freelancers’ apartments as satellite offices) — the falsehood is in the implication that this matters.不是一个谎言，正是， （假定他们是不计数其自由公寓作为卫星办事处） -谎言，是在暗示这个问题。 In reality, lots of dots on the map that’s proudly displayed on an “About Us” page doesn’t mean squat unless there is a need or purpose.在现实中，大量的小点在地图表示的自豪地显示在一个“关于我们”页，并不意味着蹲下，除非是有需要或目的。 How will a branch office in Barcelona or Budapest serve your business?如何将一个分支办事处在巴赛隆纳或布达佩斯您的企业服务的呢？

8: “We offer highly-targeted strategic public relations.” 八： “我们提供了具有较强针对性的战略公关” 。
When in fact they just routinely blast out press releases via e-mail with the hope that something will stick, and reporters know to automatically delete the latest gibberish from ABC agency because they never send anything useful or interesting.当事实上，他们只是例行高炉出新闻稿通过电子邮件与希望的东西会坚持，和记者知道，自动删除无用的最新从ABC机构，因为他们永远都不会发送任何有用或有趣的。 Here’sa tip.以下秘诀。 Ask exactly who the agency is pitching, a small well-selected list of reporters is far better than sending a release to an entire mailing list comprised of every reporter that everyone in the agency knows, has heard of, or thinks may probably exist.请问到底谁该机构是投球，一小，以及选定的名单，记者远胜派遣一个释放到整个邮件列表组成，每对记者说，每个人都在该机构知道，有听过，或认为可能存在。

9: “We do a great job taking advantage of the news cycle.” 9 ： “我们做一项伟大的工作，利用新闻周期” 。
Certainly getting your clients comments out on the topic du jour is a good thing, but it’s far more important to think outside the box and make the news.当然，让您的客户的意见，列于本专题的杜jour是一件好事，但它的重要得多认为以外的框和作出的消息。 Coming up with creative pitches is more difficult than riding the news wave so many agencies convince clients that a quote embedded in a few stories about the crisis of the moment is great PR.未来与创意的球场是比较难，比骑新闻波，使许多机构，说服客户报价嵌入在几个故事的危机，当务之急是伟大的公关。 In reality, it’sa small part of what an agency should be doing.在现实中，这是小部分是什么机构应该做的事。

10: “It’s not our fault, your product/service just isn’t all that compelling.” 10 ： “这不是我们的过错，您的产品/服务刚才是不是所有的令人信服的” 。
The biggest falsehood agencies foist upon clients is that poor PR performance is largely the client’s fault.最大的谎言，机构foist后，客户是穷人的公关表现，主要是客户的过错。 All too often the truth is closer to this: there are many untalented PR folk, with minimal smarts and/or communications skills, who send poorly written press releases via unsolicited email blasts and inundate a lot of journalists with boring, predictable crap.所有往往真理是接近此：有很多untalented公关民俗，以最少的智慧和/或沟通技巧，谁发送不佳的书面新闻稿，通过不请自来的电子邮件爆炸和淹没了很多记者与枯燥，可预见的crap 。 If the agency didn’t tell you your product was a tough sell at the beginning of your relationship, they shouldn’t tell you that after their campaign fails.如果该机构并没有告诉你，你的产品是一个非常艰难的销售在开始您的关系，他们不应该告诉你之后，他们的竞选失败。

Okay, so I fibbed.好了，所以我fibbed 。 I actually have 11 Top Ten Lies:其实我有11十大谎言：

11: “You’ll get real benefits from our relationship.” 11 ： “您将得到实实在在的利益，从我们的关系” 。
Years ago someone, who later became a client, told me he was paying $5000 a month to a big name PR firm who had suddenly stopped speaking to him.年前有人，谁后来成为客户端，告诉我，他是支付5000元一个月的一大公关公司的名称谁曾突然停下来说给他。 The last two months of the relationship there was no reporting, no answered phone calls, zip.最后两个月的关系是没有报告，没有回答电话，邮编。 Eventually he discovered that to this big PR firm his 5K a month basically covered only the administrative fees and nothing more.最终，他发现这个大公关公司，他5 K一个月，基本上只涵盖行政事业性收费，并没有更多。 Yes, he was paying them to bill him.是的，他正在他们条例草案他。 Sadly this isn’ta one-time instance, it happens frequently at PR agencies with a corporate parent.可惜这不是一个时间，例如，它经常发生在公关机构与企业的母公司。 It’s particularly sad when it happens to smaller businesses and organizations for whom that 5K a month is their entire ad/marketing budget, and they opted to take a risk and spend it all on public relations.它的特别悲惨事件发生时的规模较小的企业和组织的人说， 5 K一个月是他们的整个广告/行销预算，他们选择了采取的风险和花费，这对所有的公共关系。

So there it is.因此，它是。 The 11 lies agencies PR agencies tell clients and prospects. 11在于机构的公关机构告诉客户和潜在客户。 I want to thank Andrew Edson, Jennifer Johnson Avril , Stephen Koenigsberg, and Rebeca Shiller for their feedback with this column.我要感谢郑家富埃德森，珍妮约翰逊avril ，斯蒂芬koenigsberg ， rebeca希勒为他们的意见与此列。

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This entry was posted on Tuesday, October 2nd, 2007 at 12.37 am and is filed under 此项目被张贴于周二， 2007年10月2日在上午12时37分，并提交下 Public Relations 公共关系 , ， BlinnPR blinnpr , ， Business Development 业务发展 . 。 You can follow any responses to this entry through the 您可以按照任何的反应，此项目通过 RSS 2.0 2.0 feed. 喂养。 You can 您可以 leave a response 留下的回应 , or ，或 trackback Trackback跟踪 from your own site. 从你自己的网站。